LARSEN — A JOURNEY THROUGH TIME

The story of Maison Larsen began with an unexpected detour. In 1919, Jens Reidar Larsen, a curious and determined young Norwegian, set sail for the United States. But a stopover in Bordeaux changed the course of his life. There, he discovered French culture, the vineyards, and the world of Cognac. Captivated by this refined craftsmanship and guided by his attention to detail, he decided to settle in Cognac. In 1926, he founded Maison Larsen, crafting a unique Cognac style that placed the natural expression of the fruit above the tannins of the wood.

Jens Reidar Larsen has always driven by his curiosity and his profound desire to bring his own touch to the world of Cognac.

A FAMILY HERITAGE ACROSS THREE GENERATIONS

Larsen is a family story. In Cognac Jens Reidar Larsen discovered more than a new land, he found love. He married Gisèle Gourgand, a cultured and engaged woman who played an active role in the growth of the House, particularly in its international development from 1926. The couple had two children, and soon their son Jean Larsen took the helm of the family business, becoming Managing Director in 1966.

Under his leadership, the brand reached new international heights, strengthening its presence in Latin America, Africa, and Asia; at a time when the Cognac scene was dominated by the giants.

In the 1990s, the third generation of the Larsen family took over the reins, carrying forward the founding vision and reinforcing the House’s values. This continuity has preserved the brand’s deep connection to the product, and its unwavering fidelity to the distinctive Larsen style.

Today, this ambition continues under the ownership of ThaiBev, a family-owned international group that shares Larsen’s long-term vision and commitment to excellence.

THE DRAKKAR: MORE THAN A SYMBOL

From the very beginning, the Drakkar became the emblem of the House. Inspired by Nordic ships, it embodies constant motion, path charting, self-mastery, and purposeful intent; a symbol of timeless direction. It is the bridge between Jens’ Scandinavian roots and his anchoring in Cognac.

In 1952, this identity took a striking physical form with the creation of the Drakkar decanter. First produced in golden opaline and later in porcelain, it quickly became a coveted collector’s piece around the world. Distinctive, incomparable, and instantly recognizable, the decanter reflects the Larsen ways: authentic in our roots, distinctive in our vision and elegant in our touch.

Still today, the Drakkar continues to inspire the visual codes of the brand.

A GLOBAL REACH BEYOND BORDERS

From its earliest days, Larsen looked beyond France, targeting Latin America, West Africa, Southeast Asia, and the Nordic countries where its Viking identity found immediate resonance. From Spanish-language labels in the 1930s to exports to Asia as early as 1926, Larsen set sail with agility, propelled by its singular style.

Its fruity, elegant, and harmonious Cognacs, bold design, and proudly Nordic identity earned Larsen a place apart; a respected House admired for its authenticity and quality.

SMOOTH SAILING: THE LARSEN PHILOSOPHY

The growth of Maison Larsen has always been rooted in thoughtful evolution, true to the mindset of its founder. “Smooth Sailing” is not a slogan; it’s a philosophy. It’s about choosing elegance over arrogance, clarity over noise, and trusting the process of movement with intention.

Today, every drop Larsen Cognac reflects this way of thinking. Distilled from clear wines, then patiently aged in the House’s historic cellars, they reveal incomparable fruit character, natural elegance, and generous harmony.

100 YEARS OF SMOOTH SAILING

In 2026, Larsen will celebrate its centenary; a symbolic milestone for a House that has always preferred to chart its own course rather than follow others. This moment will also mark a renewal: a new visual identity, new product ranges, and new narratives.

But the essence will remain unchanged; an invitation to slow down, reconnect to the present, and share with authenticity.

LARSEN XO

Larsen Cognac

France

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